It's no secret among my friends how much I love mala bead jewelry company Tiny Devotions. Last year, I spent a lovely afternoon at an incredible hotel with founder Diana Charabin during her visit to San Diego, where she gifted my with the Highest Potential Mala. Thanks to a Pinterest contest, I have since added the Adventure Mala to my collection. I wear them all the time. With malas for every occasion (they even have a break-up mala, for new beginnings) I always want more! From a business and branding standpoint, it's rather genius. But Tiny Devotions is also a remarkable company with a real love for malas and their ever-growing customer base.

Tiny Devotions is definitely a brand to watch - increasingly, every time I go out or attend a conference, someone comes up to me screaming "Tiny Devotions," and pointing at my chest, which is hilarious for more than one reason. Recently, I checked back in with Diana to get a better understanding of where the brand started and where they are headed.

PS: Make sure to read to the end of the post to find out how you can win the Black Onyx Mala, for entrepreneurs, inventors and fashionistas. As Diana explained, "it's totally the PR Couture mala!"

How did the inspiration for Tiny Devotions come about?

I was living in Bali. I had sold all my things and moved to Indonesia for two months to do a yoga teacher training and craniosacral therapy training, and to have an adventure. I came back with several business ideas and a passion for creating beautiful sacred mala beads - Tiny Devotions was the idea that stuck!

Once you had the idea, how did you go about implementing it?

There was a huge gap between the moment of coming up with the idea and actually doing it as a full time business. At the time I was training to be a lawyer and was in the middle of placements so my mind was far away from doing anything creative or start up wise. I didn’t really take a step forward until I was completely done my legal placement and I had moved to a new city. There, I had no job and really had no idea what to do with my life. I kept getting a lot of attention from people every time I would wear one of the few mala beads that I had made and people would literally chase me down the streets asking about them! {that was a good sign}

Diana Charabin, founder, Tiny Devotions

How did you begin to get the word out and get your first sales?

This is such a great question and although you think that this moment would be ingrained in my head I actually do not remember the “first sale”. I had a Facebook page before we had a website and the first few months of being “in business” I would make sales through our Facebook page. Facebook was really a starting point for me – its fun and easy and costs no money to get started with one.

How has Tiny Devotions expanded and evolved since that time?

Tiny Devotions was my first business so the whole experience has been an evolution and expansion of myself and the business – in all honestly I had no idea what I was doing when I started – and I still wake up some days feeling the same way – that is the joy of being an entrepreneur – every day is an adventure.

When I started off I handmade all the of the mala beads myself and did absolutely everything from customer service emails to shipping orders. Now, I focus on marketing strategy and growing the business and delegate a lot of the tasks I used to focus on. This lets me focus on what is most important – moving the company forward!

Broadly, explain your PR strategy

We decided a few months ago to be a 0 advertising company – yes you heard it – zip – zero. Instead of advertising we just decided to be “kick-ass” and inspire our community as much as possible.

We love giving our mala beads to key people in the community who live our brand and embody what we believe in. We definitely have a long way to get in our pr strategy is we have not been featured in a lot of print media and high profile magazines but have more focused online connecting with bloggers and other collaborations.

The Tiny Devotions Boho Manifesto

Biggest PR success thus far?

One of our biggest PR successes was being featured by Kris Carr on one of her videos. Kris is such an inspiration and I know that people send her things all the time – she often sends them back. Thankfully Kris fell in love with our mala beads and without telling us wore three of them in one of her daily videos – it was such a great thing for our brand.

What role does social media play in your PR efforts?

Social media is huge for us, we have a really amazing community and love interacting with them on Facebook, Twitter and Instagram. Our mission is to encourage people to live more inspired and intention based lives and social media really helps us share our message and add value to our community. We do this by sharing a lot of inspiring quotes and images on a daily basis. We want to push people to jump and follow their dreams and having the social media interactions is one of the best ways to do this.

Biggest surprise thus far? Biggest Blunder?

That would have to be the realization that advertising is just not worth it. After taking out some very expensive ads in a very key magazine in our industry we just didn’t see the pay off. We were later featured in this same magazine – and again didn’t see anything significant happen. We would rather do something different with the money allocated to ads such as support other charities, create new products and grow our business.

The other biggest blunder was doing a very expensive trade event at the beginning of our launch. It was in another city and we had to fly out there – lots of expenses: flights, hotels, staffing and we sold way less then we would sell online in a day or two and incurred so many costs.

3 tips for securing publicity for a new brand?

reach out to people without expectation

be generous – give away your product for free at the beginning to key people in your industry

if you’re just starting out – instead of approaching people like Oprah- approach smaller blogs with significant audiences instead as you will have more likely chance of success.

3 things people might not know about the Tiny Devotions brand

We’re the leading company selling mala beads eworldwide and also the founders of www.bohodaily.com -

96 Comments

My favourite Mala is the White Jade Highest potential because right now as a graduate student soon to be on the job market I find in necessary for some guidance to find my highest potential in the next stage of my life!
@megdunbar7

My favorite Tiny Devotions mala is the Tiffany Cruikshank mala because she is my inspiration. I look up to her. I had the privilege meeting her in May and it was the best time I ever had! I love malas and I find this particular mala absolutely beautiful!

Love the Oceans Mala as I would think it one bring the wearer some calm and peace. Within the last year I have had to resign my job of 20 years, move to another state away from family and friends that I have had my entire life due to my husband being transferred with his company.

Currently I am saving to be able to purchase one of these lovely mala beads and hoping I can make that purchase soon as I need all of the encouragement, strength and peace I can get to help me in my new surroundings, including employment searching.

Love the Oceans Mala as I would think it one bring the wearer some calm and peace. Within the last year I have had to resign my job of 20 years, move to another state away from family and friends that I have had my entire life due to my husband being transferred with his company.

Currently I am saving to be able to purchase one of these lovely mala beads and hoping I can make that purchase soon as I need all of the encouragement, strength and peace I can get to help me in my new surroundings, including employment searching.

The Sand and Ocean Mala is my favorite Tiny Devotions Mala. The smell of the sandalwood beads is splendid and the Turquoise Guru bead helps me to honor the beauty contained in the ebb & flow of life and the ocean. @mandisinger

The Sand and Ocean Mala is my favorite Tiny Devotions Mala. The smell of the sandalwood beads is splendid and the Turquoise Guru bead helps me to honor the beauty contained in the ebb & flow of life and the ocean. @mandisinger

My favorite Tiny Devotions mala is the Freedom mala – because it reminds me to never give up on my passsions, and it awakens the creative me – the me that often gets lost or bogged down by the humdrum of every day life. More than anything, it inspires me to make a difference, like the ladies of Tiny Devotions are doing each day when they spread boho wisdom & inspiration. @ChangingLaynes

My favorite Tiny Devotions mala is the Freedom mala – because it reminds me to never give up on my passsions, and it awakens the creative me – the me that often gets lost or bogged down by the humdrum of every day life. More than anything, it inspires me to make a difference, like the ladies of Tiny Devotions are doing each day when they spread boho wisdom & inspiration. @ChangingLaynes

As a social media/digital PR specialist and a yoga teacher, I’m so happy that you interviewed one of my new favorite companies about their marketing mindset and their mission. I also love their Ambition Mala because it’s eye-catching, and it speaks to me since I’m taking a big leap of faith and moving to New York City in a few weeks!

As a social media/digital PR specialist and a yoga teacher, I’m so happy that you interviewed one of my new favorite companies about their marketing mindset and their mission. I also love their Ambition Mala because it’s eye-catching, and it speaks to me since I’m taking a big leap of faith and moving to New York City in a few weeks!

My favorite is the sunstone mala. It helps me get rid of all the negative people in my life. Well, not get rid of them, but let the negativity slide right off! I love wearing it to remind myself to be mindful, be kind, and be real. I am so inspired by Diana for following her dreams of travel and business! Way to go boho! XOXO
Amy

My favorite TD mala is the vibration mala because life is all about vibes, giving good vibes and receiving them. For me it all links in with the idea of karma and our interconnection with all of life and form.

My favorite TD mala is the vibration mala because life is all about vibes, giving good vibes and receiving them. For me it all links in with the idea of karma and our interconnection with all of life and form.

My favourite mala is the Aim True Mala because I feel that it entails all of the things that I strive for most in my life (love, potential, and serenity). I also love that the sale of this mala supports a worthy cause

My favourite mala is the Aim True Mala because I feel that it entails all of the things that I strive for most in my life (love, potential, and serenity). I also love that the sale of this mala supports a worthy cause

My favorite Tiny Devoationa Mala is… the Black Onyx Mala! Why?! Because I’m ambitious and I’m constantly working hard to become an entreprenuer. I’d love to become a full time blogger and virtual fashion publicist! xoxo @ChicInfluence

My favourite mala….tough question! Sand and Ocean Turquoise Mala! It was my first! Why? Because the turquoise is so stunning and it promotes open communication and serenity. The sandalwood beads smell delightful and are especially helpful to help me relax and to remind myself to breathe in difficult situations! xo
@SunshineG_and_D

My favourite mala….tough question! Sand and Ocean Turquoise Mala! It was my first! Why? Because the turquoise is so stunning and it promotes open communication and serenity. The sandalwood beads smell delightful and are especially helpful to help me relax and to remind myself to breathe in difficult situations! xo
@SunshineG_and_D

I’m going to have to go with White Jade Highest Potential Mala, but it was a pretty difficult choice between Ambition Mala, Lapis Mala of Intuition, & White Jade Highest Potential Mala. Although each of the Malas promotes a quality I want to continually grow within myself, I think that when you’re aiming to reach your highest potential, you’re acting on great ambition and learning how to cultivate your intuition based on staying true to yourself during the process.

I’m going to have to go with White Jade Highest Potential Mala, but it was a pretty difficult choice between Ambition Mala, Lapis Mala of Intuition, & White Jade Highest Potential Mala. Although each of the Malas promotes a quality I want to continually grow within myself, I think that when you’re aiming to reach your highest potential, you’re acting on great ambition and learning how to cultivate your intuition based on staying true to yourself during the process.

Well, as you well know, I’m also obsessed Tiny Devotions! Thanks for introducing me to Diana, Crosby! I’ve got an Amazonite Mala on the way, but my favorite that I would choose for myself is the Sea of Possibility Mala. I love the reminder that my dreams are achievable! XO

Well, as you well know, I’m also obsessed Tiny Devotions! Thanks for introducing me to Diana, Crosby! I’ve got an Amazonite Mala on the way, but my favorite that I would choose for myself is the Sea of Possibility Mala. I love the reminder that my dreams are achievable! XO

The team at Conscious Divas love the Tiny Devotions brand and their awesome mala beads. My new favorite mala is the “mama mala” because I have little baby growing in my tummy & love and support are the theme of my life.

The team at Conscious Divas love the Tiny Devotions brand and their awesome mala beads. My new favorite mala is the “mama mala” because I have little baby growing in my tummy & love and support are the theme of my life.

Pyrite Protection Mala for Protection, Strength, it the one that resonates the most with me right now. I am opening up a lot but feel I need to protect myself at the same time.
Thank you for introducing me to this incredible line…it will most certainly be going on my wish list.
@megboone

I love everything TD does! Right now, I’m no longer able to train for a marathon due to an injury and it’s also slowing down my aerial training, so I am lusting after the Marathon Mala for healing…okay, okay, or the Boho Mala Stack, because it’s gorgeous and, well, boho. @editorStet

I love everything TD does! Right now, I’m no longer able to train for a marathon due to an injury and it’s also slowing down my aerial training, so I am lusting after the Marathon Mala for healing…okay, okay, or the Boho Mala Stack, because it’s gorgeous and, well, boho. @editorStet

My favorite for this time in my life is the White Jade Highest Potential mala. After moving halfway around the world last year to follow my dreams, I got off-track and started to doubt myself and what I was doing. I’m slowly finding my way back and learning to trust myself and listen to my heart again. I really connect with the intention in that mala as I’m getting back on my path and re-learning to believe that I can make this dream work. (Though, the Black Onyx mala would certainly be amazing as I make my way on this entrepreneurial path!)

My favorite for this time in my life is the White Jade Highest Potential mala. After moving halfway around the world last year to follow my dreams, I got off-track and started to doubt myself and what I was doing. I’m slowly finding my way back and learning to trust myself and listen to my heart again. I really connect with the intention in that mala as I’m getting back on my path and re-learning to believe that I can make this dream work. (Though, the Black Onyx mala would certainly be amazing as I make my way on this entrepreneurial path!)

the radiance mala is my favorite because it brings out the inner virtuosity in myself and others. in this day and age many people run around frantic, crazed and stressed. they forget to look at the bright side of life and take in all its beauty. the radiance mala makes me appreciate the good in people and things around me.

the radiance mala is my favorite because it brings out the inner virtuosity in myself and others. in this day and age many people run around frantic, crazed and stressed. they forget to look at the bright side of life and take in all its beauty. the radiance mala makes me appreciate the good in people and things around me.

I love every mala from Tiny Devotions! I cant wait to get the White Jade Highest Potential Mala! But my favorite is the Water Mala! It reminds me to let go of the things that I can’t change and have a positive outlook on life! @torierichardson

I’ve been admiring these for weeks now! I keep going back to the Adventure Mala myself. There’s a big adventure I’m hoping to take at the end of this year/beginning of next, so maybe this is my spirit’s way of getting itself in order.

I’ve been admiring these for weeks now! I keep going back to the Adventure Mala myself. There’s a big adventure I’m hoping to take at the end of this year/beginning of next, so maybe this is my spirit’s way of getting itself in order.

My favorite Tiny Devotions mala is the Mama Mala. It speaks to me in so many ways, a way to ground myself as a mother, a way to connect to my foremothers, a way to stay connected to mother nature (@SondraBloxam)

My favorite Tiny Devotions mala is the Mama Mala. It speaks to me in so many ways, a way to ground myself as a mother, a way to connect to my foremothers, a way to stay connected to mother nature (@SondraBloxam)

I love the Marathon Mala as it represents healing. Recently I began my journey towards recovery from a seven year eating disorder. This is a daily reminder that the although the healing process is difficult, it is worth it and healing is possible. @cnmuniz

I love the Marathon Mala as it represents healing. Recently I began my journey towards recovery from a seven year eating disorder. This is a daily reminder that the although the healing process is difficult, it is worth it and healing is possible. @cnmuniz

My favourite mala was my first mala — the turquoise ocean mala.
It represents communication and creativity, two things I’m always working on and making space in my life for.
Also, this mala was my first experience with Tiny Devotions and I’m forever grateful for it and have been telling people about this beautiful work ever since.

My favourite mala was my first mala — the turquoise ocean mala.
It represents communication and creativity, two things I’m always working on and making space in my life for.
Also, this mala was my first experience with Tiny Devotions and I’m forever grateful for it and have been telling people about this beautiful work ever since.

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Meet Crosby Noricks

Hi. I'm Crosby, Founder of PR Couture, Fashion Brand Strategist and PR Girl Mentor. I care about supporting and celebrating fashion publicists as well as helping companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixir sessions or shoot me a note.